Abstract
One of the most challenging things that business and marketers need to act upon is a response to global environmental problems, what many now term “sustainability.” Sustainability has become one of the most contested and dynamic areas in academia, while some in the business world have hailed it a megatrend for the 21st Century. As such sustainability requires informed action sooner rather than later, or to paraphrase an old Hopi saying: “We are the ones we have been waiting for.” This special issue of the Journal of Macromarketing will reflect upon sustainability as a megatrend by asking various stakeholders to voice their cases: So, just what is it that you want us to do?
We seek innovative contributions from policy makers, academics, non-governmental organizations, business people and others that explore how and why the idea of sustainability is now seen as megatrend. Empirical and theoretical contributions are invited on (but not limited to) the following topics:
Reaffirming sustainability research in the academy
Macro concepts and micro practices of sustainability
Sustainable consumption and production (SC&P) and the quest for universal sustainability
Bridging academic theory and business practices – managing for sustainable leadership
Materialism and the dominant social paradigm
Sustainable business cases and excellence in sustainability
Measuring geo-indicators and data sets for sustainability decision making
Sustainable communication by organizations
Sustainable technologies and the networked society
Consulting for sustainability versus protesting for sustainability
Transforming lives – sustainable families, communities and livelihoods
Sustainability in BRIC countries
Sustainability and collaborative consumption
Public policy and grant making for sustainability
Manuscripts must be received no later than
Please submit completed manuscripts to the Journal’s manuscript submission site, http://mc.manuscriptcentral.com/jmk and indicate that your paper is intended for this special issue. Manuscripts guidelines are available at http://jmk.sagepub.com/. Early expressions of interest and inquiries can be directed to either of the special issue editors: Pierre McDonagh (Pierre.mcdonag@dcu.ie) or Andrea (Andy) Prothero (